TRAVEL AND TOURISM
310
In April, a major two-year tourism campaign entitled 'City of Life: Hong Kong is it!' was launched. The campaign, co-ordinated by the HKTB, involved various government departments and the 18 District Councils. It features five major events, the first of which, 'CLP Lights Up Hong Kong', was launched in December. The HKTB capitalised on the event by inviting to Hong Kong more than 200 major overseas tourism trade executives under the board's 'Hong Kong Salutes the World' programme to experience Hong Kong first hand. The campaign includes other initiatives launched during the year, including the 'Recommendation of the Month' district promotion programme, 'Best of the Best Culinary Awards', 'International Photo Competition', a Stamp Rally and the 'Tell Your Hong Kong Story' programme.
In June, the annual Hong Kong Dragon Boat Festival International Races organised by the Hong Kong Dragon Boat Association, took place in Sha Tin, attracting 85 local and 21 overseas teams. Local dragon boat races were held in the districts, in addition to other activities such as the district festivals, district arts and sports programmes, food festivals, festive lighting displays and traditional rituals and parades such as the Bun Festival on Cheung Chau.
Tourism Friendliness
Visitor Signage and Tourist District Enhancement Improvements
The pilot scheme for visitor signage improvement in Central and Stanley, which was launched in 1999 to help make Hong Kong more visitor-friendly, was completed in May and drew encouraging feedback from visitors. The signage improvement programme will be extended to other tourist districts in phases, beginning with Wong Tai Sin, Sha Tin and Sai Kung in early 2002. The entire programme, covering all 18 districts, will be completed in 2003.
The district-based enhancement project in Central and Western District is progressing well. The project includes improving the streetscape of Upper Lascar Row, Ladder Street, Hollywood Road and Lan Kwai Fong; repaving of streets; redesigning street-lighting; and erecting directional and information signage. Similar improvement programmes will be carried out at Sai Kung Waterfront, Stanley Waterfront, the Peak and Lei Yue Mun.
An open competition to seek an innovative conceptual design for the Tsim Sha Tsui Promenade Beautification Project was held, with the winning entry adopting a 'dragon' theme. Detailed designs are being prepared using this theme. The project will be implemented in phases beginning with the 'Avenue of Stars' in 2002. This 'avenue' will honour the contribution actors and others involved in film production have made over the years in promoting Hong Kong's film industry. The entire project will be completed in 2004.
Service Quality
The Quality Tourism Services (QTS) Scheme was launched in 2000 to promote high standards of service in retail shops and restaurants. The scheme forms part of the continuing effort to promote quality service among service providers. In 2001, the number of businesses involved in the certification scheme rose to 818, representing 2 732 outlets. The HKTB also continued to organise the 'Be A Good Host' campaign with a view to promoting a culture of hospitality among the HKSAR's population.